As part of an industry initiative celebrating Irish creativity, RTÉ Television in partnership with IAPI will air an exclusive 3 Minute ‘Roadblock Ad Break’. The special break will be broadcast simultaneously at 20.56 on RTÉ One and RTÉ2 on Wednesday October 12th. Each ‘break takeover’ will profile the Irish winners of the Film category of the Cannes Young Lions competition.
As part of the Young Lions competition, young Irish creative teams were tasked to develop a campaign for charity, the Peter McVerry Trust. The winning script ‘These Little Things’ was written by a young creative duo from Havas Dublin, Laura Halpin and Ronan Jennings.
This is the first initiative of its kind in Ireland, with IAPI, RTÉ Television, Wide Eye Media and Pull the Trigger partnering to transform a Cannes Young Lions competition winner into a national Ad Campaign airing on RTÉ Television, and in cinemas nationwide via Wide Eye Media.
The initiative is being supported by RTÉ Television on October 12th, via a unique 3 minute ‘Roadblock’ Ad Break airing simultaneously on RTÉ One & RTÉ2 featuring the finished 60″ Ad, along with a behind -the-scenes mini-documentary telling the story of how the winning script was developed into a piece of film.
Oscar nominated director Lenny Abrahamson and well-known Irish TV director Kieron J. Walsh worked in conjunction with ‘Pull the Trigger’, and a host of Irish creatives on the production of the advert. With all crew and cast offering their services and time for free.